So, you’re creating content for your brand – that’s great. But here’s the deal: throwing content out into the digital space means nothing if it’s not effective.
It’s the E-word we are after… Engagement!
Before we dive into how to create highly engaging content for your brand, let’s look at what this E-word means.
Engagement counts as:
- Traffic to your website
- Clicks on your links
- Opt-ins or sign-ups
- Comments and likes
- And of course, shares
Any of these metrics can be used to measure user engagement.
If your content doesn’t grab your readers or add any value to their lives, they’ll just scroll on by, throwing all your effort and resources down the drain. If your current content, be it posts, images, or videos, is just hitting the average mark, it’s time to elevate your efforts for tangible results.
So, what’s your next step?
Here are 7 tips to create highly engaging content:
1. Be original and authentic
In the vast ocean of content, what will truly set you apart is your unique perspective and authenticity. Don’t just follow the crowd; carve out your own niche. Your audience will appreciate your fresh takes and distinctive voice, making them more likely to stick around for more.
Consider a coffee shop. While most flaunt latte art, what if one started a video series, “Behind The Beans”? Episodes could range from spotlighting bean farmers to breaking down brewing science. Rather than just selling coffee, they’re weaving a narrative around it. This approach not only educates but also strengthens the bond with customers, giving them a sense of truly understanding and connecting with the brand.
2. Tell a story
Stories aren’t just for bedtime! They’re a powerful way to connect with your audience on a deeper level. Include a golden thread into your content to make it more relatable and memorable.
An effective way could be creating a video series that follows a person’s journey using your product or service, documenting their challenges and victories. This not only advertises your brand but also resonates emotionally with the viewers. After all, who doesn’t love a good tale?
3. Use visuals
A picture’s worth a thousand words, right? Incorporate relevant images, infographics, or videos into your content. Visual aids not only break up text but also enhance comprehension, keeping your audience engaged and entertained.
Nike consistently harnesses the power of visual storytelling. A prime example is their poignant ad featuring a close-up of Colin Kaepernick with the caption: “Believe in something. Even if it means sacrificing everything.” More than just promoting sportswear, Nike’s visuals resonate deeply, transforming brand messages into cultural statements of motivation and empowerment.
4. Master your headlines
Your headline is the gateway to your content. Create it with care! A compelling headline grabs attention, evokes curiosity, and ensures that readers delve deeper into what you’ve got to say.
For example, the headline “Did You Know This Common Mistake Can Cut Your Laptop’s Life in Half?” versus “Avoid Mistakes for Laptop Longevity.” The former is likely to attract more clicks. Put in that extra thought to ensure your headline is a magnet for readers.
5. Hook readers with your intro
First impressions really do matter. Your introduction sets the tone for the rest of your content. Start strong with a captivating opener, laying the foundation for what’s to come and ensuring your audience is hooked from the get-go.
For a podcast focusing on breakthrough technologies, kick off with an intriguing statement like, “Five years ago, this invention was deemed impossible. Today, it’s in every household.” Such an opening immediately evokes curiosity and promises a tale of innovation and success, urging listeners to tune in for the full story.
6. Create content with intent
Before hitting that “publish” button, pause and ask: “What’s my goal here?” Every piece of content should have a clear purpose, whether it’s to inform, entertain, or inspire. A purpose-driven approach ensures that your audience finds value every time they engage with you.
Let’s say you’re a fitness brand about to share “Top 5 Morning Routines for Increased Energy.” Before you post, reflect on its purpose. It’s not just about brand promotion; it’s about enriching your audience’s lives. By blending useful tips with anecdotes and success stories, you’re offering more than just content — you’re building trust and fostering genuine connections. Always aim to provide value, and trust will follow.
7. Don’t be afraid of repurposing
Creating content doesn’t have to be a time drain. For example, you shot an hour long interview video. That same content can birth a podcast episode (or two, or three), multiple short video snippets, a comprehensive blog post, and even bite-sized quotes for social media. Efficiency is key. Instead of constantly crafting from scratch, learn to adapt, transform, and repurpose. And remember, perfection is the enemy of progress. Keep it simple, keep it genuine, and don’t overcomplicate the process.
Let’s Wrap This Up!
So, you’ve got the tools, the tips, and the tricks. But maybe you’re thinking, “Where do I even begin?” It’s all about creating content that doesn’t just fill space but genuinely resonates and connects. Dive deep, be authentic, and let your content shine!
Need some help kickstarting a better content journey? Hey, that’s what we’re here for! Get in touch and let’s chat about how we can help you make your content pop.